Even though Facebook is a social platform populated with seemingly random posts, there is a tested method to getting your fans to engage with your brand and your content.
Here AMEX Open Forum distils the methodology of getting people to visit your Facebook page, keep them reading as well as having them return.
Summarizing the Infographic:
Post Short Updates – less than 80 characters get 23% higher engagement rates
Post Images – Photos get a 39% higher rate of engagement than all types of content averaged
Use Emoticons – Using emoticons increase shares and likes by 33%
Try Caption Contests - Asking fans to write captions to interesting photos increases comments by 550%
Respond Quickly – 25% of Facebook and Twitter users expect a response to inquires and complaints within 60 minutes
Run a Photo Contest - Encourage fans to post photos for a chance to win something
NB. Third-party apps need to be used for photo and video contests
In order to use this effectively for Community Engagement or Brand Marketing you need to:
#Develop clear objectives
#Understand the people you are targeting and
#Create a smart integration strategy